by Angela Guess
A recent article vents about the overuse and misuse of a number of data management terms, particularly ‘Big Data.’ The article begins, “Thinking too hard about popular data management industry buzzwords like ‘big data’ can cause a person to go nuts, according to analysts and technology professionals. That’s because — despite their widespread use — many data management industry buzzwords, marketing terms and catch phrases tend to lose their intended meaning when put under a magnifying glass. But rather than obsessing over it to the point of madness, most have opted to accept phases like ‘big data’ and ‘single version of the truth’ and simply move on with their lives.”
The article continues, “Just ask Donald Feinberg, a well-known data management analyst and vice president with Stamford, Conn.-based IT research firm Gartner Inc. Feinberg hates ‘big data’ but reluctantly uses it anyway. Sure, he spent some time trying to convince fellow industry insiders not to use the phrase. But that was like trying to paddle a canoe upstream against the prevailing wind. Vendors and marketers use the phrase ‘big data’ to describe the huge volumes of information that organizations today are struggling to manage. Feinberg points out, however, that there is much more to the ‘big data’ problem than volume.”
It goes on, “Another data management industry phrase that raises Feinberg’s ire is ‘Active Data Warehouse,’ which is actually a product name from data warehouse market leader Teradata. In this case, however, it’s not the meaning of the phrase that bothers Feinberg, it’s the fact that he can’t think of a better alternative to use in conversations with clients. The analyst credits Teradata marketers with forcing people to use ‘Active Data Warehouse’ in everyday conversation, much like the company that makes Kleenex managed to get folks saying ‘Kleenex’ instead of’ ’tissue.’”
